Air Jordan(s), informally known as Jordans, are a brand of shoes and athletic apparel designed and produced by Nike for the now-retired basketball player Michael Jordan, who has served as the figurehead for the brand since its inception. The Air Jordan line is now sold by the Jordan Brand subsidiary of Nike. Air Jordans were first released for public consumption in 1985 (Jordan himself first wore them as a rookie in 1984), with new designs released annually. Air Jordan 2012 is the most recent design on the sneaker market and has been promoted with the tagline: "One Shoe. Three Flights."